It’s coming: the end of 2015.
For your nonprofit, this means it is time to strategize your fundraising appeals to maintain the momentum of #GivingTuesday. But with so many other organizations working to engage current and prospective donors during this critical time, you must differentiate your strategy to ensure that your appeals cut through the noise of the holiday season. To help you design your master plan, we’ve listed some great ways to help make your holiday fundraising campaign stand out and above the rest:
How many emails should you send?
According to a report of fundraising in December 2013, nonprofits sent 7 fundraising emails to each of their contacts (Tweet this stat!). They also sent 7 fundraising emails in December 2012. By looking at these stats, it seems that seven is the “right” number; but this is not necessarily the case. If everyone else is sending seven emails, you should consider sending more or maybe even less. In doing so, you’ll stand out by either remaining top of mind with lots of short email blasts or you can deeply impact the donors with a few impactful messages. Whether you choose the greater or less than seven route, the old cliché still remains true: “quality over quantity.”
Another great way to differentiate your year-end fundraising is to diversify your communications. As seen above, the focus of many organizations’ fundraising has moved to email, leaving other forms of communication open for use by your nonprofit.
To kick-off your year-end campaign, mail out a (handwritten) letter to all of your donors providing information on your campaign, objectives for the month, and how to donate. Once you’ve sent your direct-mail piece, start sending your fundraising emails and follow ups for those who haven’t clicked. After using these mediums, finish your campaign with personal phone calls to donors above a certain giving level. By using a combination of mail, email, and the telephone, your nonprofit’s campaign will stand out from the now common practice of email fundraising.
Different times call for different emails
When developing your year-end campaign content, one way to distinguish your emails from the rest is to cater their content to the date they are sent. For example, your early December emails should be less focused on the ask, but more donor-centric; this is a great time to remind the donors of why you appreciate them. After making these personal preliminary touches, you’ll develop a deeper relationship with donors, and in turn will increase your potential for year-end donations.
Foster New Year’s Donations
Although the year ends on December 31st, your donations don’t have to! A lot of people will be creating their New Year’s resolutions to give back, giving you the perfect opportunity to foster donations in 2016. While many organizations will be focusing their final touches on year-end giving, your nonprofit can take a different approach and use some of your emails to promote New Year’s giving. By addressing both December and January donations in your communications, you can keep your year-end momentum up in the New Year.
As we enter the final stretch of the 2015 fundraising season, it is crucial to have a differentiated fundraising strategy. By considering strategies for various elements of your campaign, you can engage your current and prospective donor base and end the year on a high note.
After you recieve the donation, what's next? Take a look at our new Donor Thank You Letter Templates: